o Coalesce around a celebrity, store, or brand—but in this case, they’re united by their disdain for it

Understand the three group phenomena/effects – deindividuation, social loafing, and risky shift effect. (pg. 388-389)

Deindividuation: individual identities become submerged within a group

• Social Loafing: people don’t devote as much to a task when their contribution is part of a larger group

• Risky Shift: group members show a greater willingness to consider riskier alternatives following group discussion than if members made their own decisions

What is an opinion leader? What characteristics do the opinion leaders typically possess? How do the opinion leaders exert influences on others? Understand how the old and new perspectives on social networks differ

Opinion Leadership—the sender of information is often considered an opinion leader (a person who influences the decisions of others)

o Opinion leaders might be experts in one area but not in others

o The greater the perceived knowledge of a category, the more likely that person’s opinions are to influence others’ decisions

• Opinion leaders influence others’ attitudes and behaviors

o Experts

o Unbiased evaluation

o Socially active

o Similar to the consumer

o Among the first to buy

Understand the concepts of market mavens and surrogate consumers and their characteristics respectively.

Market mavens are actively involved in transmitting marketplace information of all types

o Into shopping and aware of what’s happening in the marketplace

o Overall knowledge of how and where to get products

• Surrogate consumers act as agents to guide, direct, and conduct activities in the marketplace